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Fash/On Film

The British Fashion Council (BFC) today announces a brand new initiative FASH/ON FILM sponsored by River Island. This new scheme aims to support and develop relationships between fashion designers and film makers, providing a showcasing opportunity at London Fashion Week. It recognises the ongoing growth of fashion film as an important creative product of the industry and London’s position at the centre of this film revolution.

To celebrate the launch of this new initiative, River Island will produce a short film showcasing their new Design Forum collection designed by Royal College of Art graduate Julian J Smith. It will premiere during London Fashion Week at the first BFC Fash/On Film festival sponsored by River Island, which will become a regular feature of the LFW schedule.

As part of this season’s Fash/On Film showcase there will be a special TEST Presents screening of the London preview of the Diana Vreeland documentary 'The Eye Has To Travel', in association with Studiocanal, where author and director Lisa Immordino Vreeland will introduce the film and participate in a post-screening Q&A session with the audience.

The screening will be hosted on Saturday 18th at The May Fair Hotel, the official Hotel of London Fashion Week. Although predominantly by invitation only, there will also be the opportunity for members of the public to attend.

The Fash/On Film initiative sees the launch of its first nationwide search for emerging film making talent, inviting up-and-coming creatives to submit film ideas in response to a brief set by a leading British designer in conjunction with Fash/On Film. One filmmaker will be selected to receive professional support and mentoring through the production process, offering a unique opportunity to gain insight into and experience of the fashion film industry. This film will be shown at London Fashion Week September 2012, creating a prestigious launch pad into the fashion and film industry.

Farida Kaikobad, Brand Director River Island said "We are excited to preview our first collaboration with BFC at London Fashion Week. We’ve loved working with Julian and are excited to be using film to showcase his collection. It’s a new and innovative medium which we believe our customers will love watching.”

Caroline Rush, CEO BFC said “This is a great opportunity to support and develop the profile of young fashion designers whilst encouraging the rising stars of filmmaking into this arena. We look forward to having the chance to create a recognised showcase for incredible emerging British fashion film talent, supporting our global reputation for innovation and creativity.”

The BFC Fash/On Film newly formed committee is made up of key opinion formers across the film and retail industries and the BFC. The Fash/On Film panel have curated a dedicated film programme to be screened in the Canon Cinema each day of London Fashion Week. The films will be shown between live streams of catwalk shows from the Courtyard Show Space and the Embankment Galleries. The panel consists of Alyn Horton, Marketing Director, TEST and TEST Presents; Clara Mercer, Marketing Manager, BFC; Kathryn Ferguson, Film Maker and Curator of the BFI’s Birds Eye View Film Festival’s ‘Fashion Loves Film’ Strand; Jaime Perlman, Creative Director, British Vogue and Founder, TEST; Josie Roscop, Head of Marketing, River Island. Laura Hinson, Show Executive, BFC; Rosanna Falconer, Digital Marketing Executive, BFC; Stephen Whelan, Executive Producer, White Lodge; along with guest judges.

BFC Cultural Ambassador Laura Bailey will work with the Film Panel to unite this new initiative with the broader cultural aims of the BFC.

DIANA VREELAND: THE EYE HAS TO TRAVEL will be released at UK cinemas later this year. For any enquires relating to the release please contact:
John Scrafton, Publicity Manager, STUDIOCANAL
Tel +44 (0) 20 7534 2700 john.scrafton@studiocanal.co.uk